Empirical examination of customer relationship management on the market penetration capabilities and marketing performance in the SME sector

• Main Author: Suherna Suherna
• Format: Article
• Language: English
• Published: Growing Science 2020-09-01
• Series: Management Science Letters
• Subjects: customer relationship quality; entrepreneurial social competence; customer sensing; market penetration capability; marketing performance; smes
• Online Access: http://www.growingscience.com/msl/Vol11/msl_2020_301.pdf

This study analyzes the effect of customer relationship quality, entrepreneurial social competence and customer sensing on market penetration capabilities in the SME sector. In addition, by taking market penetration capability as a mediating variable, this study examines the effect of the inde-pendent variable on marketing performance in SMEs. The study results highlight several important findings regarding the competitive advantage of SMEs and the formation of networks and highlight the importance of network formation in SMEs, where the development of networks or partnerships is one of the critical success factors for improving SME performance. The originality of this study lies in examining the strategic influence of customer relationship management dimensions in an en-trepreneurial outlook in the small and medium business sector on improving organizational capabilities to penetrate the market for the purpose of improving marketing performance. Practically, this finding is useful to increase the interaction of SMEs with customers during certain stages in the product development process to get positive added value on product success and the formation of competencies that encourage businesses to enter the market based on social familiarity, feature-oriented attractiveness, and interwoven customer emotional loyalty.